Tds on promotion expenses

Based on the nature of promotional activities done TDS will have to be deducted like say for example a new concern will need to have intense advertising. So TDS will have to be deducted u/s 194C. Now lets take another example, in order to endorse ur product u r hiring a celebrity and for this payment u hav 2 deduct TDS u/s 194J. For another eg: if u r a wholesaler and u r giving away sales commission to retailers, then TDS to be deducted u/s 194H. So on, TDS will have to be made according to the nature of payment.